Realising the significance of e-marketing plans, Bharat Petroleum (BPCL) is now stepping up its online branding exercises to gain high visibility for itsbrands. Call it the convergence of multi-media communication strategy.
To promote its new launch ‘Speed’, BPCL is now in the process of rolling out an integrated marketing package, which includes online promotions, outdoor, print and television advertising and mobile promotions. The integrated marketing plans will run till the end of January 2003. As part of its offline promotions, the company has launched ‘Bond Experience’—the concept is a take-off from its television commercials and online promotions.
According to sources, BPCL moved onto online branding exercises almost three years ago. And now the company is aggressively focusing on e-marketing plans to promote its brands in the branded petrol category. The other players in this segment include Indian Oil Company and Hindustan Petroleum.
As for the company’s digital marketing partner Hungama’s brand strategy, says Hungama.com CEO Neeraj Roy: “Our strategy was to personify the brand image through co-association with a hi impact icon. We found the match in James Bond. Our concept was to co-associate with Die Another Day—the latest James Bond Movie, thus we recommended a co-brand activity.”
“We used experiential marketing tenets and the effective use of digital media to ensure TOM recall among consumers. On-site promotion— petrol stations, press, TV, theater, Internet and mobile are the different mediums used to reach the target audience,” he adds.
Hungama also created an SMS game to position Speed as the high-performance petrol. “A dedicated section http\speed.hungama.com was created. The user has to use his skill to drive the car to win prizes. It also carries trivia about Bond and an option to view the TVC,” adds Mr Roy.